Motion Picture Herald (Oct-Dec 1956)

Australia Showmen We so often admired the showmanship that comes from Australia that we wanted especially to sort out some examples for this World Market issue, but because it was so hard to make up our alleged mind in the matter, we picked these four photographs from as many entries, all from Melbourne, and typical of showmanship as it is encountered on the other side of the world. Two managers we find in action, therefore the pictures. Above at left, you’ll see the toy Koala bears that were given to mannequins as a publicity idea promoted by Frank Budd, of the Odeon theatre, for “To Paris With Love” and Frank himself is smiling from extreme right of the picture. The Koala bears were as cute as the mannequins, for we had more pictures to further confuse us in a selection. It’s exactly typical of down under to do things with a flair. At right above, you’ll find J. J. Collins, manager of the State theatre, Melbourne, as a local Victoria Cross winner is interviewed by the press, for the promotion of “To Hell and Back” — and it was all right Dal Schuder, manager of the Circle theatre, Indianapolis, reports that “Love Me Tender” did the greatest business since “White Christmas” in 1954 — and he sends a picture of the fan clubs parading in front of the theatre, to prove that the pressure was on. The disc jockeys collaborated as accessories prior to the event, and it even rivaled Fred Waring as a stage attraction at high prices. Adds To 's Stunts by the Aussies to celebrate Audie Murphy’s well-told war story with their own approval and approbation. We like the way in which they participate and take over in things of world interest, without any feeling of favoring a particular hero. Below, are two more pictures from the State, which is one of Greater Union’s circuit houses. At left, a group of thirteen daring ones sit through a midnight preview of the British thriller, “The Night My Number Came Up” — with a radio interviewer and a tape recorder to take down their eerie impressions — not a new stunt, but very well done, with proper flourishes. And, at right below, for “My Sister Eileen” — the girl you haven’t seen anything like, until you see her sister — this one in pink pajamas and a wide smile, for all passers-by. We compliment Frank Budd and J. J. Collins for the samples we’ve extracted from their campaigns, entered for the Quigley Awards, and hope that this does not hurt them for the annual judging, to follow. There’s enough left to be sufficiently impressive. Col. Bob Cox sends description of a contest which he has been using for ten years — and says it is highly successful for both the cooperative newspaper and we’uns. The full page co-op ad on “Friendly Persuasion” shows that this influence will do, with all good merchants. Bob, who wished us Merry Christmas in October, sends Happy New Year’s greetings, the first of the season. "Rock Around The Clock”— In Melbourne Robert L. Richards, manager of the Majestic theatre, Melbourne, is another Australian showman who has a recent campaign as an entry for the Quigley Awards. And because it is particularly timely, around the world, we cite what he does with Columbia’s “Rock Around the Clock” as an example of showmanship. This started with a “listener-in” newspaper story, as a by-line story following the preview, and it was headlined “R and R Could Be Approved” — meaning that it would be cleaned-up somewhat for Australia, in the reviewer’s opinion, who says “A clean rock and roll dance may be introduced in a few days.” That’s not a negative approach, but provocative — for those who saw the end result thought the suggestiveness had been over-rated. All local newspaper writers gave it the uplifted eyebrow, and consequently a build-up. One said specifically, it was purely a build-up for “pops” — meaning hit tunes, with films as the springboard for recordings. And vice-versa. Reviews of the picture were slightly less critical — as one writer said, “I’m not one for rock ’n roll, but this bouncy little musical drama should appeal.” Pictorial issues, which Australia has like England, posed ’teen-agers in typical rock ’n roll costumes and in style with the vogue. One picture issue said “For ’cats and ’gators” which explained everything, while a conservative paper told its readers this was “a dance craze from America” — and suggested it was not to our great credit. A local lottery had Rock ’n Roll as 6th prize, in the money, paying £500 which is not hay, even in Australia. Newspaper ads, which were devised from pressbook copy, sold boogie, jive and swing — and said “Rock Around the Clock” topped them all. A Housewives’ Association were enlisted for a tieup with the theatre, and several commercial sponsors. Theatre parties had a local field-day. The theatre front was appropriately decorated for a visitation by dance-fans, who arrived in droves. On the opening night, a stage presentation was highlighted by a demonstration by eight “Rock ’n Roll” champions, and the enthusiasm was tremendous. The band played on and on, with the title song as their popular theme. Radio time was all free and reciprocal, and added into many dollars’ worth of advertising for the theatre, at no cost. Two previews were held, at the Odeon Theatrette, which we take to be the circuit’s projection room for opinion-makers. A stuntman, whom we’ve grown to recognize in almost any of his get-ups, paraded the streets. 40 MOTION PICTURE HERALD, DECEMBER 15, 1956